Abstract

VILLA ZAPATA, Ana María; RAMIREZ SALAZAR, Karen Paola  and  TAVERA MESIAS, Juan Fernando. ANTECEDENTS OF THE INTENTION TO USE COLLECTIVE PURCHASE WEBSITES. Rev.EIA.Esc.Ing.Antioq [online]. 2015, n.24, pp.55-70. ISSN 1794-1237.

Collective purchase websites have become very important for the online commercialization of goods and services. However, in Colombia studies regarding the acceptance of these technologies are either scarce or non-existent. This paper proposes a hypothetical model for the study of the acceptance of the Collective Purchase Websites based on the Technology Acceptance Model (TAM) and other constructs as the Perceived Value, The Shopping Enjoyment and the Perceived Confidence theories. The model was used on the analysis of a sample of 470 individuals obtaining a good fit without rejecting any of the hypotheses. It also evidenced that the Perceived Utility is the main antecedent of the intention of use in this investigation.

Keywords : Technology Acceptance Model (TAM); Collective Purchase Website; Social e-Shopping; e-Trade; Technology Acceptance.

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